Future of Public Media. Who Will Be Data Ethicists and VR Designers?

illustration: Bing AI

The Future of Professions: New Realities of the Job Market

In the coming years, public media will undergo dynamic changes in professions and required skills. Digital transformation accelerates the introduction of new roles that seemed unrealistic a decade ago. The report states that about 65% of children starting school today will work in jobs that do not yet exist.

• 9 million new jobs annually will be created worldwide by the green transition, with 12% in the creative sector.
• The labor market has identified 51 key skills, including 25 technological ones, such as Python programming, cloud content management, and augmented reality design.

An example is the role of data analysts, who are essential for creating personalized media content. These analyses also help target advertisements better and reduce promotional campaign costs, already implemented by many public broadcasters.zzz

Future Skills: Technology and Creativity

Digital transformation not only changes jobs but also redefines which skills will be most in demand. The report highlights the need to develop both technical and soft skills. Media professionals must combine creativity with data analysis and modern technology management.

Priority Skills:

• Data Analysis and AI: Leveraging artificial intelligence in newsrooms and analyzing audience data for content personalization.
• Creativity in the Digital World: Designing interactive experiences in VR/AR and storytelling tailored to new platforms.
• Flexibility and Adaptability: Quickly learning new tools and working in agile project teams.

An example of applying these skills is the work of virtual set designers who use XR (Extended Reality) technology to create dynamic visual spaces for TV studios.

New Professions: The Impact of Technology on the Job Market

The report shows that media transformation brings new professional roles. Content algorithm specialists and analysts monitoring AI ethics will become part of everyday newsroom operations. Already, demand for these professions in Europe is growing by about 25% annually.

New Professions in Public Media

Profession	Required Skills	Example Activities
AI Specialist	Programming, data analysis	Newsroom automation
VR/AR Designer	Technology expertise, storytelling	Interactive entertainment programs
Digital Content Strategist	Content management, audience analysis	Promotional campaign optimization
ESG Expert	Sustainability knowledge	Green production studios

The future of public media promises an explosion of specializations that seemed like science fiction until recently. The "Future Jobs at Public Service Media" report points to a growing demand for immersive experience designers, who will create engaging content in virtual and augmented reality. This means building spaces where viewers not only watch programs but also interact with them – from virtual museums to interactive talk shows.

The Impact of Technology on Creative Jobs (2023–2030)

Application Area	Current Workforce	Projected Growth (%) by 2030
VR/AR Content	4,500	85%
Cloud Video Editing	12,000	40%
Content Personalization	6,700	50%
Metrics Analysis	8,900	70%

Green Transition and Future Leaders

One of the most interesting aspects of the report is the role of public media in the green transition. Producing content promoting sustainability and implementing eco-friendly practices in production studios is becoming a priority. For example, Norwegian public broadcaster NRK reduced CO2 emissions from its productions by 30% in three years.

Green Transition Initiatives:

• Using renewable energy in TV studios.
• Implementing carbon footprint calculation systems in production processes.
• Promoting educational content on environmental protection in children’s and youth programs.

The report also highlights changes in how media teams are managed. The growing importance of interdisciplinary projects requires a new leadership model. Leaders should not only be decision-makers but also mentors who promote innovation and support teams in adapting to evolving demands.

Example: The BBC in the UK has implemented a team-based management structure, speeding up decisions and improving collaboration between editorial and technology departments.

The full EBU and RAI report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow" is available at:
https://www.ebu.ch/research/membersonly/report/future-jobs-at-psm